ORM in Digital Marketing A Comprehensive Guide
Before we get started with a deeper understanding of ORM in digital marketing.
I want to ask you one question.
Have you ever wondered why you are not getting
Even after getting tons of traffic and visibility….
It could be because of bad Online Reputation Management from your ORM team in Digital Marketing.
Let’s dive deep into the understanding of ORM in Digital Marketing and how does it affect your business growth on the long run.
What is ORM in Digital Marketing?
Definition: Online Reputation Management refers to manage a brand’s reputation in online space. It is more of a PR in the online world, now PR started including ORM to be one of their core strategies.
Why Online Reputation Management is important?
Let’s understand the real-time experiences.
You got to see a new Television Company promoting their product?
How do you perceive them in the beginning?
Like a crap right?
Unless you go through their product features and benefits it makes no sense to you!
6 months later
Now, everyone around you started talking about the new TV brand that came up in the market.
Did I miss something here?
That’s how the brands use social channels in online space to handle their customers by providing high-quality services and make some noise.
This is how powerful the ORM in Digital Marketing is.
It is one such analogy for a brand using Online Reputation Management tactics in Online space through social media platforms.
Is Online Review part of ORM?
Usually, most of the businesses use ORM to manage their customer experience through multi-channel.
According to BrightLocal, “85% of consumers trust online reviews as much as personal recommendations”?
“49% of consumers need at least a four-star rating before they choose to use a business.”
Below is one such example of our digital marketing online courses “Digital Marketing Mastermind” program.
I was introduced to Digital Prajna’s Digital Marketing Course from one of my colleagues at Theorem.
After I finished the course, I was successfully able to get a hike of 50% of my current pay scale that I believe to be high in the current market.
I recommend this course to the fellow students or professionals as it is having a properly structured learning lessons and modules focusing more on implementation part.
Thanks a lot for the kind support from the Digital Prajna job assistance team.
~ Shreyas C G, AdOps – Analyst at Jivox Software India Pvt Ltd
Do negative comments on brand affect businesses?
The way you handle the comments do!
You need to understand the customers from his point of view to provide value that he is seeking from your products or services.
If you ignore replying to your customer negative comments or bad reviews, you end up being in a vicious cycle of negative online reputation that takes your business to the next level on the negative endpoint.
How do businesses use ORM to their benefit?
Businesses use ORM based on positioning.
If they would like the users to perceive them to be industry leaders or influencers, they start producing the content through their online channels using that angle.
Then, they build a strategy on that.
Start taking actions on the blueprint they have created to be an industry leader or influencers.
After analyzing their efforts, tweaking their action plans through a thorough analysis of their brand mentions.
There are multiple tools that would help you know your “Brand Mentions”.
We shall discuss this at a later stage.
Impact of ORM to businesses
Businesses get affected either negatively or positively through their Online Reputation Management tactics.
Imagine, you and your team are putting relentless efforts to grow your business online.
Few of your customer starts talking bad about your services even if you are able to deliver services to the best of your ability.
Likewise, if some of your customers talking constructively about your brand.
The effect is not the same.
Negative branding will spread very quickly.
You need to watch out and be cautious about your “Brand Mentions”.
Removing Negative Brand Comments in ORM
Below is a great infographic to remove negative comments on your brand on the Internet by Reputation Defender.
Important Points to be noted:
- It affects customer buying decisions on your product services or sales.
- Word of mouth in online space travels quicker than light.
- Online Reputation will stay forever.
- Reviews act as social proof.
- Reviews are one of the ranking factors that affect your SEO efforts.
Platforms where customers review brand
Below are some of the platforms where customers get a chance to review our products or services.
- Google My Business Page
Brilliant ORM Example
Here are the few best ORM examples done right.
This is from the Oxfam brand where the customer didn’t even mention the brand name. But, the brand is able to reply elegantly.
That shows assertiveness and professionalism.
Here is one more example of Nike. This is how they serve their customers.
ORM Techniques and Strategies (Activities)
1. Check the first page results for your company name.
2. Know which articles are negatively affecting your brand and fix them – Update the content and republish.
3. Push positive reviews above the negative ones. This can be done by getting more backlinks to the positive ones through guest posts or famous articles on your blog.
4. Content Management – Publish valuable content such as images, articles, blog posts, videos, podcasts, etc… on your website consistently.
5. Social Profiles – Keep an eye on social profiles as your audience will be active on the social channel and they might review or ping you.
6. Set up a google alert for your “brand mentions”.
7. Check the relevant brand terms of yours that are ranking on google. Create fresh content and publish it on your website.
8. Multi-channel: use multi-channel of online platforms to promote your business online to increase ORM.
ORM Professionals Salary Range
ORM Professionals earn a decent salary range of 3+ lakhs as a beginner. For 5+ years of experienced professional, he can fetch around 6-10 lacks.
I would suggest you work on your digital marketing skill sets to get into this kind of job role, as there is much scope in this role if executed properly.
For that to happen, you need to be aware of how well you can make use of digital channels for promoting your business online.
Below is one example from Naukri for “online reputation management jobs in Bangalore”.
Creating brand mentions in Google Alerts
Here is a detailed procedure to create your brand mentions on Google Alerts. This helps you manage your ORM for your business.
Follow the below simple 4 step process to create google alerts for your brand mentions:
- Go to www.google.com/alerts
- Type in your brand name and it’s variations.
- You have an advanced option to control your brand mention triggers:
- How often – it helps you define how often your brand has been mentioned.
- Sources of your brand term mentions.
- How many – results are shown.
- Create an alert by choosing the best email address to deliver the details.
Online Reputation Management Tools
Let’s discuss the tools available to help you analyze and track your brand reputation online.
FREE ORM Tools
1. Google Alerts:
Google Alerts is a free tool from Google where you can create any number of brand names as alerts for them to notify you. This tool will send you an email mentioning the source of information where your brand has got recognized.
This helps you to watch out your brand mentions online regularly.
2. IFTTT – If This Then That
IFTTT (If This Then That) is an automation tool that helps you to use the pre-defined applets to monitor your brands online.
Below is one such example of an applet using which you can track your brand mentions on blogs and social media platforms.
Applet for monitoring your brand mentions in social media and blog comments.
Paid ORM Tools
Brandwatch is a digital consumer intelligence company headquartered in Brighton, England.
Their consumer listening product helps you get this ORM done.
Reputology is a paid tool that helps review monitoring & feedback solution for multi-location businesses.
They also monitor your brand on Facebook, Google, comment cards & more.
Awario tracks your brand mentions and competitors across the web, discover your niche influencers, engage with customers, and helps find new sales leads on social.
Review Trackers help you aggregate and manage business reviews from 100+ review sites to improve your brand reputation, acquire and retain more customers, and ensure loyalty.
Leadometrics – It is a service-based digital marketing startup that helps you track, monitor, and improvise your brand mentions on search engines, yelp online reviews, google reviews, bing reviews, ORM reporting, and monitoring with their full digital marketing services package.
Learn more about handling your complete digital marketing campaigns by saving a lot of time, money, and efforts in our Digital Marketing Mastermind course for increasing your Online Reputation.
I hope you guys enjoyed the comprehensive guide on ORM in Digital Marketing.
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